Rebooting the EU App Economy / Fraunhofer HHI, Berlin, Germany / 13th November 2013

1. ----------Rebooting the EU App Economy ---------
App - Innovation &
Incubation Centres
Savania Chinamaringa
@SavaniaC
www.savania-china.com
Fraunhofer Heinrich Hertz Institute,
Berlin
13 November 2013

2. The Challenges:
24 Official Languages
A Complex Market
Low concentration ratio
= multi-platforms
High risk -Rate of failure = 90%?
Funding /Investment
12 Currencies/Uncertain investment
market

3. The Challenges:
Multi-platform Example:
Italy
USA
Other
Android
70
60
50
40
30
20
10
0
Windows
BlackBerry
i-OS
Sept 2012
USA
Android
80
70
60
50
40
30
20
10
0
EU5
Other
82
84
86
88
90
92
BlackBerry
94
Market-share of 2 main platforms - EU5* & USA
Source: Kantar
* Germany, Great Britain, France, Italy, Spain
Windows
i-OS
Sept 2013

4. What’s Needed:
Business Skills
Technical Skills
[easy access]
Access a complex EU
market and saturated
global market
Funding/Investment
[Diverse]
Minimize risk levels for
investors and enhance
success chances for
entrepreneurs and
start-ups
To develop apps for a
complex EU market
and a more diverse
range platforms

5. The Solution:
Business Skills
Funding/Investment
Technical Skills
[easy access]
[Diverse]
IICs
Apps
Innovation&
Incubation
Centres

6. The Solution:
Provide Entrepreneurs
and/or Developers with
Business
Development Skills
Target Market
Segment for testing
Apps
University-Based ICCs
Technical Skills
[Diverse]

7. How it works:

8. How it works:
Business Model:

9. How it works: Implementation
Country
Coordinator
Advisory Group
IIC Coordinator
App Development
Project Teams

10. How it works: Sustainability
Capital
Set-up & Running Costs
Significantly low – universities
already have space and resources
Manageable – students don’t
expect to be highly paid for
gaining work experience
Long run
Pre-agreed Equity Buy Back

11. Why it works: Winners
Winner
App Developers
/Entrepreneurs
Investors (includes EC,
governments, private,
VC, Angel investors etc)
-
University/College
Students
-
Universities/Colleges
-
National/Regional
Economies
-
How
Access to business development and marketing skills
Access to technical (coding) skills
Can develop and test their ideas at low risk and low cost
Learning environment enables innovation and experimentation
High chance of accessing funding
Reduced investment risk because the can only fund tried and
tested ideas
Opportunity to invest in Apps and human capital (can bring
along students who’d supported the App development and
testing)
Access to a broader community of developers that they may not
currently access
Great opportunity to gain practical experience and use their
business and/or technical skills
Great opportunity for meeting future employers and business
partners (entrepreneurs and investors)
Environment that natures creativity, innovation and
experimentation
Opportunity to create their own app ideas and test them
Practical/work-experience for their students
Insight and research data and information (from trials, testing
etc. Even failed Apps provide great learning material
Potential for capital funding and equipment (from investors,
successful start-ups, governments etc)
Creation of value and business growth
Job creation

12. Why it works: Losers

13. Thank You:
Savania
Chinamaringa
@SavaniaC
www.savania-china.com